How to Write a Sales Letter That Sells Without Hype

by Kristen Burgess
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You want to help people – you’re in the business of helping people, right?

I’m in the business of helping people. If anybody buys my book “Anybody Can Coach” I want their life to be changed. In fact, if they just read the introduction to the first chapter, their life is probably going to be changed. Even if they don’t read the rest of the book and learn how to do it. Their mindset is going to be changed. I want to change peoples’ lives.

I want to help people.

When you have a friend you want to change their life. You want to help them in a genuine, personal way. We have 3 or 4 friends we have in our life, our close friends, not acquaintances, but our real friends, they help us too.

When we’re building our online business, whether we’re teaching people copy writing, or we’re teaching people coaching programs systems, or we’re teaching people aerobics – whatever the case is – I believe that the perspective should be, “I want to change your life. I want to help you. I want to be your friend.”

Even if your business is so big that we can never talk with them personally. We still want to be that face that says “When you purchase my training, you’re getting it from someone who may not be your friend, but we have friendly characteristics here. I want to help you. I want this to be like it is friend to friend.”

This is what makes it so easy for ordinary folks to write copy. Because, to me, writing copy is no different than you and me chatting, me and you meeting at a coffee shop, my wife and I meeting at a coffee shop, and having a chat or a conversation about something. It’s no different than me attempting to convince her that we really should do X, Y or Z. It should be no different than her trying to convince me that we should do X, Y or Z. It should be no different than me talking with a friend and trying to persuade him that maybe he needs to lose 10 lbs. Or trying to persuade someone else that he’s spending too much time with the wrong friend.

If I’m writing a sales letter for a training on teaching people how to set up a coaching program, I just want to genuinely impart to you, “Look, here’s the thing, your business is ticking right along, but if you don’t have a coaching program, you’re probably missing something in your business. You’re not able to help everybody that you would like to help.” What I want to do, I want to convince you that if you’ll add a coaching program to your business two things will happen: #1 your income will go up. #2 you’ll change more lives.

If I don’t convince you of that, there’s no good reason for you to buy.

But I don’t need fancy, scientific, NLP super duper, highlighted sales copy proven scientific, super duper, split tested, optimized, sales words to convince you of that!

If I can’t convince you of that in an ordinary 5 minutes worth of coffee talk, then you’re probably not the kind of person that really wants to do a coaching program in your business. If you don’t buy, it’s okay. It really is.

So often, we talk about wanting to get everybody to buy and all this, I mean a good sales letter converts at 10%, at the right price point and a good sales letter can convert at 5%. But, the truth of the matter is, that means that 90% – 95% of the people that read our sales letters aren’t going to buy anyway. It’s okay. It really is.

I shouldn’t have to beg, borrow, steal, twist their arm, offer them bonuses, give them massive discounts, anything like that to get someone to buy on the sales page. I should just be able to say, “Hey, if you want to do what I’ve just shared with you, I’ve created a training program. It’s 17 hours worth of rock solid training, it’ll teach you everything you need to know about creating a coaching program.”

Maybe I can include some testimonials from people who have bought it and had life changing results. Or, I can decide not to! I don’t have to make all kinds of gold, bold, super duper promises to trick you into pretending to trust me, so that you’ll get this and try it out. You already trust me by the time you read the letter, and so you say, you know what, I really would like to purchase this.

It’s almost casual – professional enough to sell the product. Look at what your market expects, the language your niche uses. But I want you to relax and realize that you’re having a conversation with someone, and it doesn’t take manipulation to make them buy. It takes conversation.

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